Rohit Sharma's rollicking 150-run knock went in vain as South Africa pulled off a thrilling five-run victory over India in the first One-Day International in Kanpur on Sunday to continue their winning run.
Chasing a record 304 at the Green Park stadium, the Indians fell agonisingly short of the target in the last over, giving the visitors a 1-0 lead in the five-match series.
With India needing 22 off the last two overs, captain Mahendra Singh Dhoni failed to finish the job after Rohit (150 runs off 133 balls) was out in the 47th over.
The script went horribly wrong after Rohit's departure, as India crumbled under pressure, finishing with 298 for seven.
Rohit's eighth ton in ODIs ended in a losing cause and it came after AB de Villiers's unbeaten 104 off 73 balls that propelled South Africa to 303 for five, the highest total at the venue, surpassing 294, scored by the hosts in 2007.
India seemed set to chase down the total until they lost the plot in the final few overs as Dhoni (31), Suresh Raina (3) and Stuart Binny (2) falling well short of expectations.
They would have been nowhere near the target if it was not for Rohit, who opened the batting in the Kanpur heat and lasted almost till the end. His herculean effort comprised 13 fours and six sixes.
India began the chase smoothly; scoring at a run-a-ball, they were 90 for one in 15 overs. The start would have been even better had Shikhar Dhawan (23) not been adjudged lbw to a questionable decision with the ball appearing to go down the leg side.
Ajinkya Rahane (60), who was a surprise inclusion in the team, came in at number 3, ahead of Virat Kohli (11), and alongside Rohit, forged a carefully-crafted partnership - 149 for the second wicket. However, in the final analysis, it wasn't enough.
Earlier, captain De Villers completed a spectacular century, with a six off the final ball of the innings, to lead South Africa to a record score.
A packed stadium erupted when de Villiers (104 not out off 73 balls) smacked a six just over long on to bring up his 21st ODI hundred, equaling the feat of teammate Hashim Amla and Herschelle Gibbs.
With premier bowler Ashwin not finishing his 10 overs due to injury, India's pacers leaked heavy runs in the death overs, allowing South Africa to amass 109 off the last 10.
The final over of the innings, bowled by Umesh Yadav, went for 21 runs as de Villiers ended the innings in dramatic fashion.
Faf du Plessis came up with a handy 62 in the middle overs.
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